Water Purifier Market Overview:

Water Purifier Market is expected to garner $45.3 billion by 2022, registering a CAGR of 10.4% during the forecast period 2016-2022. Water purifiers are equipment enabled to remove biological contaminants, suspended solids, toxins, harmful gases & chemicals, bacteria, fungi and other such impurities from contaminated water and making it safe for drinking. The penetration of water purifiers is relatively higher in developed regions while huge semi urban and rural areas in developing countries still remain untapped. Water purifiers emerged as a primary necessity for urban consumers in developing economies, since a decade, due increase in the level of water pollution. Countries such as India and China are likely to unfold attractive business opportunities in water purifier market in the coming years, due to huge customer base and high levels of water pollution.

The primary growth facilitators of world water purifier market includes rise in levels of disposable income of customers, increased incidences of waterborne diseases, industrial development leading to water pollution and rising concerns towards health. However, increasing demand for packaged drinking water acts as a restraining factor, limiting the growth to a certain extent. Low market penetration in rural areas, is amongst the major challenges faced by the players due to lack of awareness towards health and sanitation.

Segment Review:

World water purifier market is segmented on the basis of technology, end-user, channels of distribution and geography. Segmentation on the basis of technology includes gravity purifier, UV purifier and RO purifier. RO water purifiers are projected to be the fastest growing segment during the forecast period, owing to increase in water pollution and rapid urbanization & industrialization. Moreover, RO water purifier segment is also expected to exhibit lucrative growth opportunities in future. Based on the end-user, the segmentation includes commercial and residential users. Further, market segmentation on the basis of channels of distribution includes retail stores, direct sales and online. Geographically, the classification includes North America (U.S., Canada, Mexico), Europe (Western Europe, Russia & others), Asia-Pacific (China, Japan, South Korea, India & others) and LAMEA (Brazil, Middle East & others).

World Water Purifier Market Segmentation

Source: AMR Analysis

Top investment pockets

Source: AMR Analysis

Key players profiled in the report are Best Water Technology Group, Brita Gmbh, Tata Chemicals, Panasonic, Amway Corporation, Aquasana, HaloSource Inc., GE Water & Process Technologies Inc., Eureka Forbes Limited and Kent RO System Ltd. Product launch has been the key strategy adopted by these players to attract more number of customers and strengthen their foothold in the market. In 2016, Bluewater Group, a water purifier company, based in China launched three new products that are one of their own kind in terms of design, technology and affordability. Similarly, in 2015, Kent RO launched two new models namely Aura and Eternal, based on HEPA (High-Efficiency Particulate Air) in India, which helped the company to gain stronger foothold in the water purifier market.

TOP FACTORS IMPACTING WORLD WATER PURIFIER MARKET

New product development

The renowned market players have focused on launching well-equipped products with advanced water purification technologies. These players have heavily invested in research & development activities to introduce water purifiers equipped with reverse osmosis, ozone, ultra-violet, ultra-filtration, activated carbon, and candle filtration technologies. Moreover, purifiers installed with Wi-Fi technology and filter pitchers have been launched in the market. The market players are expected to launch more innovative products & solutions to cater to growing demand for potable water.

Deteriorating quality of water

Diminishing quality of water is a serious health hazard. It poses huge risks to health causing various water-borne diseases. The declining water quality is a result of dumping untreated sewage, chemicals, pesticides, nutrients and garbage from industries, agriculture and municipal corporations into waterbodies. Most of the water supplied by municipal authorities in urban areas is unsafe to drink and requires further decontamination from heavy metals, virus, cysts, bacteria and other toxins. Industrialization is expected to rise leading to increased water pollution in coming years thus creating an increase in demand of water purifiers.

Rising demand from developing economies

Increasing disposable income, growing industrialization, and high rate of pollution and population growth in the developing countries boost the growth of the market. Improvement in standard of living and growing concerns of health & wellness are expected to boost the demand for water purifier market in future. Therefore, the world water purifier market is expected to witness rapid growth in the developing economies in future.

Marketing and positioning strategies

The world water purifier market is highly competitive due to the presence of numerous players. Market players are constantly indulged in implementing innovative marketing strategies such as free demo, free installation charges and others to gain competitive advantage and differentiate their product offerings. Companies have heavily invested in improving their services, promoting their brands, streamlining distribution channels, and collaborating with major players to expand their market presence. As the market has witnessed robust growth in the past few years, new players are expected to enter the water purifier segment. Rigorous marketing and positioning strategies have been adopted by companies to build brand image and attract new customers. Increasing competition amongst the key players would attract more investments in the market in coming years.

Increasing number of unorganized players

Several unorganized players operate in the world water purifier market. They manufacture, assemble, and sell water purifiers at competitive rates. These players primarily operate in the local markets and take benefit of the nonexistence of any certification or quality norms. They have low brand image and lack aftersales services. Although organized players capture significant share of the market, unorganized players are expected to pose a serious threat in future due to competitive pricing of the products.

Increasing demand of substitutes

Packaged drinking water has gained prominence among customers due to its ease of availability and cost-effectiveness. Moreover, growing income levels, increasing health concerns and changing customers taste & preference is driving the demand of packaged drinking water market. The key players in this industry are Bisleri, PepsiCo, Coca Cola, Nestle Waters, and others.

Top factors impacting world water purifier market

KEY BENEFITS

The study provides an in-depth analysis of the global water purifier market with current and future trends to elucidate the prominent investment pockets for investors.

Current and future trends are outlined to determine the overall attractiveness and to single out profitable trends to gain a stronger foothold in the market.

Quantitative analysis of the current trends and forecast from 2016 to 2022 are provided to showcase the financial attractiveness of the market.

Porters Five Force model of the industry and SWOT analysis illustrates the potency of the buyers & suppliers participating in the market and the competitive rivalry among them.

Value chain analysis in the report provides a clear understanding of the roles of stakeholders involved in the value chain.

World Water Purifier Market Segmentation

World Market-By Technology

Gravity Purifier

UV Purifier

RO Purifier

World Market-By End-User

Commercial

Residential

World Market-By Channels of Distribution

Retail Stores

Direct sales

Online

World Market-By Geography

North America

U.S.

Canada

Mexico

Europe

Western Europe

Russia

Rest of Europe

Asia-Pacific

China

Japan

South Korea

India

Rest of Asia-Pacific

LAMEA

Brazil

Middle East

Africa

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2.9.1 High power of buyers due to growing demand of innovative water purifiers
2.9.2 Moderate threat of substitutes on account of increasing popularity of packaged drinking water
2.9.3 Low bargaining power of suppliers due to easy availability of majority of the raw materials
2.9.4 High threat of new entrants due to rapid industry growth
2.9.5 High rivalry among competitors due to presence of renowned players

The world water purifier market has witnessed significant growth during the past few years. Increase in level of disposable income of consumers, rising awareness for health & wellness, and deteriorating water quality are some of the major factors supplementing the growth of this industry. Currently, Asia-Pacific is the highest revenue-generating region, owing to the huge population base and scarcity of clean drinking water, primarily in developing countries such as India and China. Penetration rate of relatively lower priced products such as gravity water purifiers, is higher in developing countries of APAC and LAMEA. However, these markets have witnessed increased adoption of high-end products and also an increase in the number of international players in the past few years.

Companies operating in the market are introducing innovative water purifiers equipped with latest technologies to gain competitive advantage and attract more number of customers. Water purifiers available nowadays comprise advanced features such as built-in Wi-Fi systems, portable pitchers, smart & attractive designs, and 14-stage purification systems among others. Such high-end products are anticipated to witness greater adoption in future, owing to the rising purchasing power and increasing health concerns. However, rising consumption of packaged drinking water is amongst the major challenges for the growth of this industry.

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